Why Radio’s Reach, Out of Home Drive Purchase Behavior

By on Jun, 15 2016 with Comments 0

ConsumersAudio, combined with out of home media, offer the strongest opportunity to impact consumer purchasing behavior. That’s according to the results of a study from Mediavest, Spark and iHeartMedia.

Audio, out of home, print, TV, digital video, search, and social media were reviewed on the consumer’s path to purchase. The cross-platform study involved 5,000 consumers, focusing on CPG, automotive, African-Americans and millennials.

“What was so fascinating about these findings is that in an increasingly digital world, audio and out of home advertising still dominate in terms of influencing consumer purchase habits across different stages, categories and targets,” said Helen Katz, SVP Research Director at Publicis Media.

“These findings highlight the unparalleled importance of reach and proximity to purchase for brands wanting to target their core consumers,” said Radha Subramanyam, President of Insights, Research and Data Analytics for iHeartMedia. “Radio, the number one mass reach medium, and out of home advertising are absolutely critical when it comes to driving results for marketers.”

Find the full report at: http://mediavest-spark.com/wp-content/uploads/2016/06/RCDPP.pdf

About The Author: Leslie Stimson has been a reporter for 35+ years, starting in radio news. She’s spent the last 20 years reporting for radio trades.

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